As I typed this, I watched Adele take stage and sing her surgically restored vocal chords out to my content. In between her performance and those I could do without I caught the commercials. I have a fond inclination to them as I believe the brands that pay for spots during the show will (should) make a sincere effort to have some sort of music theme associated with them, and I wasn’t let down.
The first musically inspired commercial that I fell head over heels for was for The Cosmopolitan of Las Vegas. The newest hotel to the Vegas Strip, The Cosmopolitan boasts of its luxuriously edgy and unique persona that has exquisite taste in the hottest music. I’ve been in love with this hotel and dying to stay there since reading about their development, ventures, and marketing in articles from PR Newswire and interviews with CEO John Unwin. Aside from their architectural and design appeal, what has made them stand out since their grand opening back-slash New Year’s Eve party to today, is their concert roster of the biggest in music. Artist who have performed on The Cosmopolitan stages include Adele, Jay-Z & Kanye West, Coldplay, Stevie Wonder, Deadmau5, Mayer Hawthorne, the Smashing Pumpkins, and so many more. So for them to have a music spot during the Grammy’s is a seamless fit.
For their commercial during the 2012 Grammy award show, The Cosmopolitan went to their advertising agency Fallon (Minneapolis). The folks at Fallon are the same creative team that created the “Just Amount of Wrong” campaign to debut the brand in 2010. Falling right in line with the campaign, Fallon created the “Let Go” commercial: 61 seconds of Queen’s 1975 legendary “Bohemian Rhapsody” poolside at The Cosmopolitan. While I thought Mountain Dew would be the only brand to successfully use this song, The Cosmopolitan did a great job at it using it so effectively that it branded the song back to life (just dropped a SLTF term there). Basically, the song hadn’t been used properly by a brand in over a decade until The Cosmopolitan brought (branded) it back to life for their compay. Using the lyrics to the song as the script for the spot, the commercial evolves from the dark, mysterious, and sexy commercials it initially made to give you a bright, humorous, and still sexy commercial. The angry trio of men (above), the high note hit by the young gentlemen, the crowd breaking out into bits of the song, and the gorgeous view of the sunlit hotel are perfect and come just in time for summer. What is left unknown after watching the spot is exactly what happens when the woman leaves after opening her note. I can only pray that this commercial leads to a series of connecting spots that all tell the story through song. Building the brand this way only reaffirms The Cosmopolitan’s connection to music and reminds people to book a unique room with the hotel and to check out a concert. For myself, it’s motivation to finally save up the cash and road trip down with some friends to submerge in The Cosmopolitan experience that they entice me with in all their commercials. Adding it to my bucket list until then!
The Cosmopolitan of Las Vegas “Let Me Go” Commercial
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The Cosmopolitan of Las Vegas “Let Me Go” image and commercial: The Cosmopolitan of LV YouTube Channel
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